STUDY OF CONSUMER BUYING BEHAVIOR

WHILE ONLINE FOOD ORDERING

A PROJECT TO BE SUBMITTED TO

UNIVERSITY OF MUMBAI

FOR PARTIAL COMPLETION OF

DEGREE OF MASTER IN COMMERCE

UNDER THE FACULTY OF COMMERCE.

BY
PARSHURAM SURESH VASAMANI
ROLL NO: 2

UNDER THE GUIDANCE OF

DR. DEEPAK SALVE

SANT GADGE MAHARAJ COLLEGE OF

COMMERCE AND ECONOMICS
12TH KHETWADI LANE, MUMBAI – 400 004.

DECEMBER, 2019.
 THE BHARAT EDUCATION SOCIETY’S
SANT GADGE MAHARAJ COLLEGE
OF COMMERCE & ECONOMICS
12TH KHETWADI, MUMBAI – 400 004.
A PROJECT REPORT
ON

“A Study of Consumer Buying Behavior While Online Food Ordering”

Submitted by

PARSHURAM SURESH VASAMANI

M.COM. (SEM. III)

ROLL NO.: 2

SUBMITTED TO

UNIVERSITY OF MUMBAI

2019-2020

PROJECT GUIDE:

DR. DEEPAK M. SALVE.

 CERTIFICATE

This is to certify that project reporttitled “A Study of Consumer Buying

Behavior While Online Food Ordering” has been completed by:
PARSHURAM SURESH VASAMANI of M.Com.Semester-III
(2019-2020), under the guidance of Dr. DEEPAK M. SALVE.

Project Guide Internal Examiner External Examiner

Prof: - Prof:-

Course Co-ordinator Principal

Date: Seal of College

 Declaration

I, Parshuram Suresh Vasamani of The Bharat Education Society‘s Sant Gadge

Maharaj College of Commerce & Economicsof M.Com. Semester – III,
hereby declare that I have completed the project work titled ―A Study of
Consumer Buying Behavior While Online Food Ordering” In the academic
year 2019-2020.

The information submitted is true and original to the best of my knowledge.

Signature of the Student

 Acknowledgement

I acknowledge the valuable assistance provided by The Bharat Education Society‘s Sant
Gadge Maharaj College of Commerce & Economics.

I sincerely thanks to my Guide Dr. Deepak M. Salve Professor, Sant Gadge Maharaj
College for the support and encouragement through this process. My Guide was always
ready for questions and always had answers for that. His high level of expectations made
me work harder than I have ever worked in my life-thanks for your knowledge,
encouragement and above all your patience during thisprocess.

I specially thank to my friend Rashmi R. Darandale, who supported me in all the ways to
complete my project.

I take this opportunity to thank Dr. R. O. Patil Professor, Sant Gadge Maharaj College for

helping to collect data which is required for project.

Signature of the Student

 CONTENT
Table No. Chapter-I Introduction Page No.
Introduction and Design of the study
1.1 Concept Introduction

1.2 Problem of Study

1.3 Scope and Significance

1.4 Need for the study

1.5 Objectives of the Study

1.6 Statement of the problem

1.7 Chapter Plan

II Chapter II - Profile of the Study Unit Page No.

2.1 Profile of the study
2.2 Review of Related Literature

III Chapter –III Methodology Page No.

3.1 Introduction to Research Design
3.2 Data collection methods

IV Analysis and Interpretation Page No.

4.1 Analysis and Interpretation of Data

V Summary of Findings and Conclusion Page No.

5.1 Findings of the study
5.2 Summary and Conclusion
5.3 Recommendations
Bibliography
Annexure
 List of Tables

Table No: List of Tables Page No:

01. Education Qualification

02. Age group
03. Gender
04. Occupation
05. Marital status
06. Awareness of electronic food ordering channels.
07. Challenges used while ordering food electronically
08. Awareness of different electronic channels
09. Convenient electronic channel to order food online.
10. Kinds of Gadgets preferred to use electronic food.
11 Frequency of ordering by dining occasion
12 Mode of time to order food electronically
13 Different days when food is ordered electronically

14 Electronic food ordering process is known through

various channels
15 Amount spent monthly to order food electronically

16 Challenges faced while ordering food

Electronically
17 Security of the electronic food ordering process.
18 Mode of payment to order food electronically
Executive Summary

The advent of the Internet, accompanied by the growth of related technologies, has created a
significant impact on the lives of people around the globe. For marketers, one of the most
significant impacts has been the emergence of virtual stores that sell products and services
online. Consumers can now purchase goods and services virtually anywhere, 24 hours a day, 7
days a week, without geographical and temporal boundaries.

While many marketers acknowledge the importance of using the Internet in their marketing
mixes, little research has empirically tested the critical factors that influence an individual‘s
decision when buying products or services online. Based on the gaps found in the literature, the
purposes of this project study is to understand the perception of Electronic Online Food
Ordering. The major factor that inhibits those who have not ordered via an electronic channel
(non-users) is a desire for interaction although technology anxiety is also a factor). Consumers‘
Perceptions of Online Ordering and how they use it or why they don‘t do so. My intention is to
help restaurant operator‘s better design their electronic ordering channels. Non vegetarian food,
particularly kebabs, is far and away the most commonly ordered category. The single most
important attribute of electronic ordering is order accuracy. That is followed by convenience and
ease of ordering. Despite the availability of the internet and phone apps, the most common
ordering channel is still the telephone call. Electronic ordering is growing, though, as the users
said they place a little over 38 percent of their orders on the restaurant‘s website or app. A chief
implication is that restaurateurs must ensure that their ordering systems must give users
perceptions of control and also be convenient. One other consideration is that customers who
order food online prefer restaurants that offer home delivery.
 CHAPTER - I

Introduction and Design of the study

1.1 Concept Introduction

With the coming of the 21st century, we have entered an ―e‖ generation era. The
Internet has generated a tremendous level of excitement through its involvement
with all kinds of businesses starting from e-Commerce, eBusiness, eCRM, eSupply
Chain, eMarketplace, ePayment, eEntertainment, eTicketing, eLearning, to
eCitizenoreGovernement. The Internet has been widely used in many sales and
marketing activities, from the collection of valuable data to the dissemination of
information to different stakeholders, for example, information retrieval, product
communication, sales tool, distribution channel, and as a customer support tool
(Singh, Jayashankar and Singh 2001; Calles 2000; Sandberg 1998; Peterson,
Balasubramanian and Bronnenberg 1997). The Internet has opened a window of
opportunity to almost anyone because of its ability to make viable the conduct of
business in cyberspace, or by connecting people worldwide without geographical
limitations. Consumers can order goods and services virtually anywhere, 24 hours
a day; 7 days a week without worrying about store hours, time zones, or traffic
jams. The Internet has also provided new opportunities for marketers by offering
them innovative ways to promote, communicate, and distribute products and
information to their target consumers.

E-commerce has grown phenomenally in the past decade for a variety of reasons
including changes in consumer lifestyles, technological advancements, increases in
consumer income and education, and rapid financial development throughout the
world. The use of the Internet as a shopping or purchasing vehicle has been
growing at an impressive rate throughout the last decade. The tremendous growth
of online sales and the unique functions of the Internet have drawn a great deal of
attention from many companies rushing into setup businesses over the Internet
without knowing what factors actually motivate consumers to buy products or
services online.
Many marketers agree that Internet marketing will definitely increase customer
spending and loyalty to both online and offline products if it is executed properly.
This is due largely to the Internet‘s significant advantage of two-way communication
and its ability to transmit information quickly and inexpensively when compared to
other traditional mass media using solely one-way communication (Warrington, Abram
& Caldwell 2000;Waldo 2000).The simultaneous and rapid rate of consumer adoption of
personal computers and network systems have encouraged and pressured marketers to
provide Internet retailing sites. Some researchers infact predict that the need for physical
stores could be eliminated in roughly four decades and replaced with electronic retailing
(Cope1996).
While many marketers acknowledge the importance of using the Internet in their
marketingmixes, only a handful of researchers have studied what factors encourage
or discourage consumers when buying products or services online. Despite the
increasing popularity of the Internet, most knowledge of Internet marketing is
based on anecdotes and experiential evidence from television, radio, popular press
or magazines

In summary, the benefits of using the Internet in marketing are enormous as they
offer a huge opportunity for marketers to create innovative activities that have not
previously been viable. However, marketers need to develop an insightful
understanding of consumer behaviour when purchasing products online. This
information will help marketing managers to plan their marketing mixes and offers
to better meet customer‘s requirements. By doing so, companies will establish,
maintain or increase customer satisfaction, build strong brand loyalty and
ultimately,
Provide consumers with a solid rationale for continuing to buy the same brand.
These studies are thus significant as it is a preliminary attempt to identify factors
and their relative strength in influencing consumer decision making when buying
health foods online. The research problem and objectives of this study are
addressed next.

Background to the study

Online food ordering system is a system to manage the business. The main point of
developing this system is to help the customers to manage the business and help
customers through online ordering and lunch reservation. The project is being
developed because of the long queues that will be in the restaurant during lunch or
dinner hours, one for purchasing tickets and one for collecting food.

With the new system, the customers would be able to order their food from the
comfort of their offices, classrooms, hostels and anywhere outside the school
campus without queuing. The system will cater for the disadvantages of the
traditional method which is currently in place.
1.2 Problem of the study

Online food ordering

Services are websites that feature interactive menus allowing customers to place
orders with local restaurants and food cooperatives. Much like ordering consumer
goods online, many of the seallow customers to keep accounts with the min order
to make frequent ordering convenient. A customer will search for a favourite
restaurant, choose from available items, and choose delivery or pick-up. Payment
can be amongst others by credit card or cash, with the restaurant returning a
percentage to the online food company. Online food ordering services are websites
that feature interactive menus allowing customers to place orders with local
restaurants and food co-operatives. Much like ordering consumer goods online
many of these allow customers to keep accounts with them in order to make
frequent ordering convenient. A customer will search for a favourite restaurant
chooses from available items, and choose delivery or pick-up. Payment amongst
others by credit card or cash with the restaurant returning a percentage to the online
food company. While-commerce has been around for over a decade closing the gap
between food and the internet has taken longer. The first restaurants to adopt online
food ordering services were corporate franchises such as Domino‘s and
PapaJohn‘s.

Online food ordering could be called the response of the internet to the desire for
delivery food. It is a growing trend especially in urban areas and on college
campuses that allows people to order from restaurants featuring interactive menus,
by use of their internet connection. In many cases handle complicated web pages
can be used to make orders, though a lot of people rely on a desktop or laptop
computer for this. ‗Ordering form grocery stores to stock the kitchen, instead of
placing one time orders with a restaurant. There are several ways in which online
food ordering from a restaurant may occur. A restaurant can have its website with
easy features for placing an order for pick up or delivery. Some add a third option
of being able to make reservation. Instead of calling for a delivery, people just
access the internet to the restaurant site and make their order.

Food diversity in India is an implicit characteristic of India‘s diversified culture

consisting of different regions and states within. Traditionally, Indians like to have
Home-cooked meals – a concept supported religiously as well as individually.

However, with times due to increasing awareness and influence of western culture,
there is a slight shift in food consumption patterns among urban Indian families. It
started with eating outside and moved on to accepting a wide variety of delicacies
from world-over. Liberalization of the Indian economy in the early 1990s and the
subsequent entry of new players set a significant change in lifestyles and the food
tastes of Indians.
Fast food is one which gained acceptance of Indian palate after the multinational
fast-food players adapted the basic Indian food requirements viz. vegetarian meals
and selected non-vegetarian options excluding bee fandpork totally from their
menu.

Multinational fast food outlets initially faced protests and non-acceptance from
Indian consumers. This was due to primary perception that these fast food players
serve only chicken and do not serve vegetarian meals. Per received expensive
besides being out-of-way meals in Indian culture. Today, fast food industry is
getting adapted to Indian food requirements and is growing in India.

Gaining acceptance primarily from Indian youth and younger generations and is
becoming part of life. Keeping in view the Indian habits and changing preferences
towards food consumption, this study has its focus to understand the factors
affecting the perception of Indian youth, in the age group of 20-30 years, towards
consumption of fast food as well as towards making choice of fast food outlets.

Advantages for Electronic Ordering

There are advantages for both the customer and for the restaurants who participate
in online ordering. First, a customer can order at will when they have time to. Also,
the customer is able to customize their order the way they like it without errors in
communication between the customer and the person taking the order. In addition
to customer advantages, the restaurant is able to take more orders with less staff.
The restaurant does not need awaited or hostess to be on the phone to take the
order. The order can go straight to the kitchen.
Disadvantage for Electronic Ordering

Customers are not able to ask about quality of food or ask for any specialized diet
foods. It is more difficult to ask for gluten free or allergy free foods with online
ordering. Also, it is more possible for a customer to place an order, but never pick
up the order which can lead to waste of food and possibly a loss of profits.

1.3 Scope and Significance of the study.

In this day and age where presence in the virtual world is an imperative, small
restaurants and entrepreneurs too need to take benefit of it. Online food ordering
websites present just the options. By Saionji Baldur

The difference between the organized and the unorganized sector in the Indian
hospitality industry is huge. This does not just include hotels, but also the food
service segment. Apart from the organized chain restaurants, most restaurants cater
to local needs and often at a micro market level. In such a scenario, creating a loyal
customer base is not difficult and a specialized marketing and sales force may not
be necessary. By David Buttress

Enter online food ordering websites. These websites have been developed more for
consumer convenience than anything else. But they do open a plethora of
opportunities for small establishments to grow their business further. Online food
ordering has been an international phenomenon for a while now. There have been
many variations in India as well which have taken off at different periods of time,
but success has been hard to come by. One of these early ventures was
HungryZone.com which started out in 2006 in Bangalore with more than 650
restaurants in the city.
The company was recently acquired by the British JustEat. Command was
launched as JustEat. In India which is expected to go national in another year or
so. The website is already active in Bangalore, Mumbai and Delhi. David Buttress,
MD of JustEat.com informs, ―We will be looking at Kolkata, Chennai,
Pune,Hyderabad, Ahmadabad, Chandigarh and Goa to provide the website‘s
services.‖ The Just-Eat Group operates in the UK, Denmark, Sweden, Belgium,
Spain, Netherlands, Ireland, Norway, Canada and India. Just-Eat.com (founded in
2000) will invest US $ 5-10 million over the next three years into its Indian entity.
By Aditi Tarija.

The study of the problem is limited only with in the city of Mumbai. It includes the
customers who use the online food ordering system. The study is very much
important for knowing the customers‘ perception of online food ordering and this
is analyzed based on randomly selected 100 sample size due to the time constraint.

1.4 Need for the study

Owing to the changing Indian demography, there is need for building up of
infrastructure for processing and marketing of the agricultural yield. As more and
more people in the developing countries are moving towards the cities, urban food
and nutrition issues are becoming increasingly relevant and pressing. There exists
wide disparities between these cities in terms of their geography, history and
culture which make reference to an average urban consumer as an individual
misleading and the identification of consumer groups having different cultural
backgrounds, socio- economic status, lifestyles and consequently different
consumer behaviour and needs is preferred.

Consequently the food and diet patterns of the various strata of urban population
deserves more attention than they have been given so far, not only for their
implications on food and agriculture planning but also for determining remedial
actions and preventive measures.
Consumers have specific needs and expectations with respect to their food. With
intensive urbanisation, large volumes of food move through the systems and the
food systems themselves are becoming increasingly complex. With these changes
in the Indian population more individuals stay in different cities for the purpose of
studies and employment and the busy schedules of both the husband and wife in
the family, the demand for online food ordering have developed and going up
steadily.

As proposed in the background study, excellent customer service is vitalin

customer satisfaction and is the prerequisite for initiating and developing long
Term relationship. The restaurant industry in India is at a learning curve and many
full service restaurants are not capable of delivering quality services and therefore
does not contribute to customer satisfaction and lose to competition. Hence it is
important to identify criteria for excellent service in full service restaurant that can
be used to serve as a bench mark to enable restaurant to initiate and develop
customer‘s relationships differentiated offering and retention etc., resulting because
of customer satisfaction.

The purpose of this study is to measure the perceptions of customers regarding

electronic food ordering among the customers of Mumbai city.
1.5 Objectives of the Study

Following are the objectives of the study.

This study aims to design and construct an ―Online Ordering System‖,

• To provide convenient and easy access in placing their orders and payment.

• To find out the customers perceptions and knowledge of Electronic food

ordering that influences their buying decisions.

• To analyze what channel is used more frequently in electronic food ordering.

• To study the advantages and disadvantage of Electronic food ordering.

1.6 Statement of the problem

Customers Perception towards Electronic Food Ordering Among the Customers of

Mumbai City.

1.7 Chapter Plan

In the 1st chapter, the investigator presents the concept and introduction, problem
of the study, scope and significance of the study, objectives and statement of the
problem, need for the study.

In the 2nd chapter, the investigator presents profile of the study and review of
literature.

The 3rd chapter deals with the statement of the problem, variables of the study,
operationaldefinition,objectivesofthestudy,sampleselection,samplingprocedure,
tools for collecting data.

The 4th chapter deals with the analysis and interpretation of data.

In the 5th chapter deals with the summary, findings and conclusion of the study.

In the 6th chapter the annexure and bibliography.

Operational definition

Customer perception: customer perception is defined as the way that customers

usually view or feel about certain services and products. It can also be related to
customer satisfaction which is the expectation of the customer towards the
products.
The Internet: This term isused to describe computer networks capable of
providing virtually instant access, organizing, communicating information and
supporting transactions. The Internet is an efficient medium helping companies to
interact and craft messages and marketing activities on actual consumer responses
24 hours a day,

Online ordering: This term is used to describe transaction carried out by 7 days a
week, throughout world time zones consumers in order to search, select, and
purchase products via the Internet.
CHAPTER II

Profile of the study

2.1 Profile of the study

Seasons Known in providing guests‘ genuine hospitality and service that exceeds
guest‘s expectations our management team employs this philosophy in all of their
daily efforts.

Seasons Hospitalities has successfully churned the demand in this Segment, it has a
diverse portfolio encompassing hotels, resorts, restaurants and corporate
hospitality. The properties vary by type, size and the market niche they serve. We
provide a consummate and unmatched international hospitality experience at
competitive price offerings.

A strong focus on the proverbial bottom line, continued development of staff and
an intricate understanding of the needs of the Indian market and consumer have
catapulted the Company to its present glory. Through experts and a comprehensive
involvement it tries to make every project a success. The Company firmly believes
that mutual respect, long term partnerships and strong ethics and integrity are
essential to achieve ultimate success. It follows the principle, “Right Services at
Right Time”

Experience: The Company is managed by competent professionals endowed with

a wealth of experience. It is their keen understanding of the hospitality business
and their experts in technical knowledge that has propelled the Company to the
fore front of the hotel industry
Management Excellence: will guarantee that you enjoy the Highest Margins and
Earnings Innovative and efficient Distribution System: will bring more Guests to
your Hotel and Improve Average Room Revenue and Average per Cover and
Reduces the Agency Commission Costs.

Seasons Advantages

 Innovative business ideas and creative concepts

 Conducting independent feasibility studies with integrity
 A clear-cut direction and strategy based on market research data
 Gathering sound specialized knowledge and far-reaching associations within
the leisure industry
 Affiliations with top international associations
 An in-depth understanding of development and operational costs
 Motivating the best out of planners, architects and design consultants

 A keen understanding of customers, their needs and requirements

 Utilizing the company‘s vast experience in staff structures, organization

dynamics, overhead control, cost/value engineering and the recruitment of
key personnel

 Highly efficient timetable and cash flow management throughout the

development process

 Effective operating systems and service procedures to keep standards high

and minimize wastage

 Utilizing the company‘s substantial experience both in planning and leading

effective marketing campaigns and in sales management
  A profound understanding of local cultures, customs and business practices

 Helping developers deliver a unique ―Total Customer Experience‖ well-

maintained and proven track-record of delivering quality and high
performance

When you get right down to it, success is all about value and trust…

Value is a product of trust. The trust your clients have in you. The trust you have in
your people, strategies, and systems. And the trust you have in your business
advisors.

As one of India's leading hospitality consulting firm, we understand that value and
trust are also the ingredients of aquality relationship—and that they are earned over
more than a single engagement. No matter how big you are, public or private, and
in what segment of hospitality you do or chose to set up business, we can help
deliver a "smarter" solution, and reach your goals.

You can find out more about some of our key projects that we‘ve helped with
specific areas of expertise.

Our Core Purpose, Values and Culture

 To create innovative and enriching hospitality services in a

sustainable environment
 We display fairness and integrity, and foster mutual trust and care in our
dealings with our local communities, our team members, our business
partners and our clients
 We try to deal with others, as we would want them to deal with us, and others.
 We foster the development of all our team; we respect each other's
contribution and importance.

 We create a sense of pride and a feeling of "ownership" amongst our team

members.

Our Vision and Mission

 To be trend setting and innovative

 To provide consistency in Product and service
 To deliver long-term financial benefits to property owners
 To provide our guests superior hospitality at excellent value in varied market
segments.
 To provide our employees continual satisfaction and growth opportunities
 We are Creative and Innovative

Management Team & Profile

Shivalingaiah – Founder, Director and CEO

Oversees the overall development, Investment and operations, Got 2 Decades

Industry exposures and worked in India and Abroad. Expertise‘s includes
Conceptualizations and Planning. Our Core Team size of 19, who has worked in
TOP Most groups such as Welcome Group, Sheraton, Hilton, Aitken spence,
InterContinental, Etc. in Various Capacity in Different Locations across the Globe
We are known for Project Consulting, Overall Hotel Management Services,
Restaurant Management, Accommodation Management, Facility Management,
Yield Management, Food and Beverages Operations, Strategizing and
Implementation of Standard Operating Procedures, Marketing, Business
Development, Client Relationship, Sourcing Suppliers, Vendor Management,
Costing, Budgets, Project Development and Driving Hotel Revenues.

Our Proud Corporates

 Accenture
 Mphasis
 EMC
 Samsung
 JPMC
 CGI
 Wells Fargo
 SAP
 SchneiderElectric
 ABB
 Cognizant
 ARM
 IonMountain
 Ericson
 Quintals
 Airbus
 Cascadian
 Delloite
 WNS, QUALCOMM, IGATEPatni, L&T, WidiaIndia, SONY, Century Link
Etc.
Seasons Hospitalities is continuously working towards developing world class
systems and a training culture to deliver customer delight by constantly raising the
levels of customer satisfaction. It aims to extend the signature Seasons hospitalities
in every city across the country. There is a constant endeavor to evolve into a
progressive organization, which extends equal opportunities of growth and
progress for all its employees and partners by providing them continuous training
and counseling at every stage. As the Company takes on the challenges of
exploring new opportunities in the hospitality business, we invite best teamand
Partners to be a part of this journey in achieving mutual goals and setting quality
benchmarks for others to follow.

Seasons Hospitalities Core Services

Integrated Hotel Project Consultancy | Management Services | Sales & Marketing |

Feasibility Services | Hotel Interiors | Engineering Services | Facility Management
Services | Real Estate | Manpower Consultancy Services | and Project Finance

 Project Consulting
 Hotel ManagementServices
 Facility Management ConsultancyServices,
 Implementing Standard Operating Procedures and Modules,
 Manpower,
 Training
 Sales and Marketing Services - We do exclusive Tie-up with Corporates
Scope of Services in Details

 Designing of the Back offices, Front desk, reservation centre, Telephone

dept, Back areas, Kitchen, Stores, Time office, HR, Admin, Housekeeping
department, Room service, Café lounge, Bar lounge, Restaurant set up,
Banqueting, Conferences and Meeting Rooms etc.
 Coordinating with Architects, PMC, Engineers, Plumbers and its Contractors
 Suggesting and sourcing Vendors for Room and F&B Requirements
 Selection of Room amenities, Crockery, Cutlery, Glassware, Hollowware,
furniture, fixture, paintings, Etc
 Suggestion of Lenin and Housekeeping Accessories
 Setting up all departments and Standardizing its SOP's
 Suggesting Software and implementation of system.
 Recruitment of Head of the Departments and its Respective Manpower as
per hotels requirement.
 Designing & suggesting uniforms, and otherattires
 Coordination of Room Tariff Sheets, Packages, Menu planning and
Engineering, Popularity analysis, Standardizing Food and Beverages
Recipes, Suggesting Price Factors - Room, Minor Operating Departments
and F&B
 Training and adopting Hotel Work Culture, Front office attributes,
Etiquettes, Telephone Manners, Housekeeping Manners, Food and
Beverages system, Monitoring Productions and other support teams for
smooth operations
 Implementing Back of the house Operations Module, Store Management,
Purchases and Procurements Specific Standards Policies
 Introducing proper food and Beverages costing, Adopting systems and
Recipe Costing, controlling wastages
  Assisting in branding and advertising
 Suggesting the hotel to clients and guests.
 Introducing the hotel to Travel agents and Corporate Clients.
 Propagating, Sending E-mailers to all our Corporate Bookers, admin and
Guests
 Inviting media for editorials and write-ups
 Promotions and Brand building
 Working out the strategy, Planning Packages for Rooms and F&B.
 Coordinating Tie- ups with Corporate Companies
 Designing Marketing Packages for Both Print and Online Media
 Coordination of planning events, corporate parties, Entertaining Potential
Clients.

2.2 Review of the Related Literature

A literature review is an account of what has been published on a topic by

accredited scholars and researchers. The purpose of reviewing service literature
over a topic is to gain knowledge and ideas of what have been established on a
topic, and what their strength sand weakness are. Asapiece of writing, the literature
of review is defined by aguiding concept. Example the research problem and is not
merelya descriptive list of the material available or a set of summaries. Besides
enlarging one‘s knowledge about the topic, writing a literature of review does the
following:

Because electronic food ordering is essentially a self-service technology, let‘s look

at some of the studies that have been conducted on consumer adoption of self-
service approaches. Well-designed self-service ordering systems give customers
substantial control over the pace of their transaction and allow them to limit the
amount of personal interaction they experience, if desired. In most cases, an
increased level of control has been shown to lead to higher customer satisfaction
and greater intent to use or recommend the service. Bear in mind, though that this
increased control may not be attractive to all customers, particularly those who
desire personal contact. In designing a self-service system, one must focus on the
issue of customer control, since your customers will most probably be using the
system without the presence of an employee. Perceived convenience of a self-
service system also leads to an increase in both adoption and satisfaction. In this
instance, the definition of convenience is related primarily to access convenience
and transaction convenience. The downside of self-service technology occurs with
people who have technology anxiety and those who need human interaction. Muter
et al. have shown that these factors can affect adoption of self-service ordering and
satisfaction with it. Customers who evaluate service quality based on interactions
with employees won‘t want to use self-service ordering. Similarly, customers who
are uncomfortable with technology may be reluctant to try an electronic self-
service site because they may be afraid of getting tangled up in the technology.

Advantages of Review:

Any worthwhile research in any field of knowledge requires an adequate

familiarity with the work which has been done already in the same area. A
summary of the writings of recognized authorities and of previous research
provides sufficient evidence that the research is familiar with what is already
known and what is still unknown. Since effective research is based upon previous
knowledge. This step helps to eliminate the duplication of what has been already
done besides formation of appropriate hypotheses, drawing of meaningful
conclusions and making commendable suggestions.

The search for review literature is a time consuming process.

He must become acquainted with the significant research findings. In these ways
he can identify some of the exact spots where there is a void in existing knowledge
which helps him to raise important questions and formulate significant research
problems.

Restaurants can offer electronic ordering both through their own online or mobile
site and through sites that serve multiple restaurants, and some restaurants also
accept orders via text message or through Face book (although that channel is

Little used so far).

FACT AND FINDINGS

CASE STUDY 1—first report of this series on online ordering, co-author Philipp
Laque

 23 percent of the 326 largest chains in the U.S offered online food ordering.
 Online ordering was most frequent in the fast casual segment (48.5percentof
all restaurants.)
 Chains were most likely to accept electronic ordering and Mexican
restaurant are also active in this area (44.4%)

CASE STUDY 2- Leveraging Social Media and Technology, the Technomic

Associates.

 1000 adults found that 43 percent of survey respondents had ordered food
online using a computer.
 23 percent had ordered food via text message.
 Consumers were more likely to have used electronic ordering than old
respondents.
 60 percent of the respondents between 18- 34 years old have ordered online
as opposed to 35 percent of the people aged 35 or over.
CASE STUDY 3- Online survey of consumers. ―Cornell Hospitality Report‖.
January 2011.

 Consumershadorderedfoodfortakeoutordeliveryduringthepreviousyear.
 Nearly half of the respondents (48.5 percent) had ordered food for takeout or
delivery online.
 Women were more likely than men to have used electronic ordering.
 Respondents living in urban and suburban areas were significantly more
likely to have used electronic ordering than those from rural areas or small
towns.

CASE STUDY 4- Meuter et al 2005

 Customerswhoevaluateservicequalitybasedoninteractionswithemployees
didn't want to use self-service ordering.
 Similarly customers who are uncomfortable with technology may be
reluctant to try an electronic self- service site because they may be afraid of
getting tangled up in the technology.

CASE STUDY 5--- Pratibha A .Dabholkar, ―Consumer Evaluations of New

Technology –based Self-service options.

 Well designed self-service ordering systems give customers' substantial

control over the pace of their transaction and allow them to limit the amount
of personal interaction they experience of desired.
 An increased level of control has been shown to lead to high customer
satisfaction and greater intent to use or recommend the service.
LITERATURE REVIEW

Brymer (1991) states that the hospitality industry is comprised of those businesses
which practice the act of being hospitable; those businesses which are
characterized by generosity and friendliness to guest. This business that comprise
the major segments of the industry: food service, lodging, travel and recreation.

The Connotative Meaning of Food

Grunert stated that" people seek food, not nutrients. The common belief
sunderlying all these classifications are that food has social and psychic meanings
that meals serve as communicative symbolism, and "that eating is an experience
that may be invested with many intellectual and emotional values quite apart from
metabolic utilization of the food" (Babcoke, 1948,p.390).

Eating is a deeply engrained source of satisfaction and the restaurant customer

wants an eating experience which combines food, service, d6cor, and indefinable
extra (Hall,1977).

The Foodservice Industry

Hall (1977) stated that the millions of people who "eat out" every day have a wide
variety of needs and tastes from a quick lunch to a luxurious meal with elaborate
service. Because of these differences there are many kinds of restaurants varying
from street stands for a hot dog or bowl of noodles to elaborate restaurants with the
best cooking.

There are millions of people away from their homes every day either by necessity
or by choice. The restaurant and catering business has developed to feed this huge
number of transients-office and factory workers, school children, military
personnel, travellers, and 6 people out to have a good time. Because there are so
many to feed, there restaurant and catering business is one of the largest and fast-
growing industries in the world. Those who eat away from home spend vast sums
of money for restaurant or catered meals (Hall, 1977). Ten years into the new
millennium, US. Restaurant industry sales will reach $576.9 billion or about $222
billion more than is generated currently, according to a newly released industry
forecast. While the restaurant industry now garners about 44 cents of every dollar
spent on food, the sales are projected to climb to a 53.2 percent share of the total
food dollar by 2010, according to the National Restaurant Association (Papiernik,
1999).

The Restaurant Business

The restaurant business, say the National Restaurant Association (NRA), is the
third largest of all businesses in the United States (Lungberg,1994). Local
restaurants are made up of establishments that include fast-food units, coffee
shops, specialty restaurants, family restaurants, cafeterias, and full-service
restaurants with carefully orchestrated "atmosphere", said Goeldner, Ritchie and
Mcintoch (1999). According to Lungberg (1994), the NRA classified all eating
establishments into three categories: Commercial foodservice, institutional
foodservice, and military foodservice.

Why people eat out

According to Lungberg and Walker (1993) said that the reasons for "eating out"
are several and some of them complex. The National Restaurant Association
(NRA)has sponsor edanumber of studies of restaurant consumer sand their
reactions to various kinds of restaurants. According to one of these studies, the
three most important considerations in the decision to eat out were:

- No one has to cleanup

- It permits a change of space

- It is considered a treat
When selecting a new restaurant, the person depends a great deal upon
recommendations of friends. This is nearly equal in importance to the type of food
the restaurant serves. Appearance and location are a distant third and forth in
consideration.

Quality of food is the most important factor in people's evaluation of any of

restaurant. The second most important factor varies by restaurant type. In fast-food,
coffee shops, and take-out restaurants, it is speed of service; in family-type
restaurants, cleanliness; in cafeteria, it is the selection of food; and in
atmosphere/specialty restaurants, it is the atmosphere or d6cor.

According to National Restaurant Association statistics, the most common day of

the year to dine out is a birthday. Approximately 50% of consumers celebrate their
birthday at a restaurant. Mother's Day and Father's Day rank as the second and
third busiest holidays celebrated in restaurants. The most popular day of the week
for consumers to dine out is Friday, followed by Saturday and Thursday
(Mill,1998).

Customer Satisfaction

AccordingtoTheCityPages,Minneapolis/St.PaulreviewedaboutoneVietnamese
restaurant in town by Moskowitz (1999) said ―Customers are stocking up in pursuit
offresh,simple Vietnamese food made with anemphasis on clean flavor and bright
herbs, delivered quickly, and priced reasonably".

Meeting Customer Expectations

Increasingly, customers have higher expectations, demanding more attention and

friendlier service. Most customers seem satisfied with food quality, dinning are
cleanliness, comfort of the atmosphere, freshness of the ingredients, and
portionsize. Indeed, the only are aware satisfaction is less than 50 percent relates to
no iselevel.

As the customer besieges this is expected to become of even greater concern. Rising
expectations manifest themselves in a desire for a better price/ value relationship.

Perception

Perception is defined as a process through which individuals are exposed to

information, attend to the information, and comprehend the information (Mowen,
1995). Understanding perception and the factors determining how consumers view
products and services is central to effective marketing (Berkman, Lindquist, and
Sirgy,1996).SchiffmanandKanuk(1994)statedaboutconsumerperceptionsaying "as
diverse individuals, we all tend to see the world in our own special ways. "Reality"
to an individual is merely that individual's perception of what is "out there"- of
what has taken place. Individuals act and react on the basis of their perceptions, not
on the basis of objective reality. Thus, to the marketer, consumers' perceptions are
much more important than their knowledge of objective reality. For if one thinks
about it, it's not what actually is so, but what consumers think is so that affects
their actions, their buying habits, their leisure habits, and so forth. And because
individuals make decisions and take actions based on what they perceive to be
reality, it is important that marketers understand the whole notion of perception
and its related concepts so they can more readily determine what factors influence
consumer to buy."
Motivation

Motivation can be described as the driving force with in individuals that impels
them to action. This driving force is produced by a state of tension, which exists as
the result of an unfulfilled need. Individuals strive-both consciously and
subconsciously-to reduce this tension through behavior that they anticipate will
fulfill their needs and thus relievet hem of the stress they feel. The specific goals
they select and the patterns of action they undertake to achieve their goals are the
results of individual thinking and learning (Schiffman and Kanuk,1994).

What motivate people to eat out According to Lundberg (1994) said people eat out
for a variety of reasons: to satisfy hunger, social needs, and ego and self-fulfilment
needs. The most popular theory of motivation, that proposed by A.H.Maslow,
states that humans are wanting animals. As soon as one need is satisfied, another
appears to take its place, motivating from the need for safety or security upthe
scale through social, ego, and self-fulfilment. People go to restaurant to satisfy not
only hunger but also self-esteem, self- respect, self-confidence, and prestige needs

The Buying Process

Various internal and external factors combine to influence how customers choose
where, when, how, and why to eat out. The vehicle used to explore this will be a
national study prepared by the National Restaurant Association on the dinner
market.
Decision Scenarios

This report divides all dinner decisions into five basic decision scenarios:

 "Funtime."This relates to an upbeat mood and a sense of anticipation off un;

the decision tends to be made well in advance.

 "Nice meal out." The desire is t enjoy the satisfaction or enjoyment of eating
out, being served, and getting good food, lots of it, at a reasonable price.
 "Craving." This refers to a desire for a particular type of food; seeing or
smelling this type of food can set off the carving.
 "Making sure that everyone is getting something to eat." This motivation
comes from the hectic pace of everyday life, attempting to balance a variety
of work and family schedules.
CHAPTER - III

Methodology
3.1 Introduction to Research Design

Research design is a logical and systematic plan prepared for directing a research
study.Itspecifiestheobjectivesofthestudyandtechniquestobeadoptedtoachieve the
stated objectives. It is a specification of methods and procedures for acquiring the
information needed for solving the problem. It involves arrangement of condition
for collection and analysis of data in a manner that aims to combine relevance to
the research purpose with economy in procedure. So are search designis the
conceptual structure with which research is conducted.

In the previous chapter a brief review of related literature was presented. The
review of related literature helped the investigator to have a clear background
about the subject of study and also a method and procedures to be adopted for the
present study.

In the present chapter it deals with the methodology of the concerned study in
terms of statement of the problem, operational definitions sampling procedures,
size of the sample and description of the tool have been explained.

Research design is a logical and systematic plan prepared for directing a research
study. It is quest for knowledge. Research may be defined as a process of knowing
new facts and verifying old ones by application of scientific methods to a natural
or social phenomenon.

Meaning– Research design or methodology is simply a plan for study. It is called a

blue print to carry out the study. It is like plan made by an architect to build the
house, if research is conducted without a blueprint, the result is likely to be
different from that what is expected at the start. It specifies the objectives of the
study and techniques to be adopted to achieve the stated objectives. It is a
specification of methods and procedures for acquiring the information needed for
solving the problem. It involves arrangement of condition for collection and
analysis of data in a manner that aims to combine relevance to the research purpose
with economy in procedure. So a research design is the conceptual structure with
which research is conducted.

3.2 Data collection methods:

The success of any project or market survey depends heavily on the data collection
and analysis. It is necessary that the data collected is a reliable data in order to
achieve the research objectives. All data sources can be classified into two:

 Primary data- primary data is gathered from direct observation or data

personally collected. It refers to that data which is collected for a specific
purpose from the field of enquiry and are original in nature. For the project
primary data were collected mainly through survey method, using the tool
questionnaire.
 Secondary data- are those which have been already collected by others for
a specific purpose and are subsequently used for application in different
conditions. It is the second hand information about an event that has not
been personally witnessed by the researchers. The use of secondary data
saves time and money. The purpose is to increase the accuracy of analysis.

Here the secondary data was obtained from---

Various text books, registers, magazines, journals.

Dissertationsetc.Websites of the organization.

Sample Procedure

Sampling is a miniature picture or the cross sectional of the entire group from
which the sample is taken. The most important factor in determining the general
ability of research results is the selection of sample used in collecting the research
data, so after finalizing the variables the entire population is to be made the subject
for data collection or a particular group is to be selected as representative of the
whole population.

Sample design:

Non probability sampling is used. Random customers who use electronic food
ordering especially who are within the area of Bangalore city were selected for
primary data.

Sample:

A Sample of 100 customers both male and female drawn from Mumbai district
have given back the duly filled up questionnaire. Out of the total population of
customers in Bangalore 100 respondents have been taken as the sample size.

Tools for collecting data:

A Google Forms (research) tool plays a major role in any worthwhile research as it
is the sole factor in determining the sound data and in arriving at perfect
conclusions about the problem or study on hand, which ultimately, helps in
providing suitable remedial measures to the problems concerned.
Questionnaire--- For this project work, data is collected from respondents using
the questionnaire. In a statistical enquiry the requisite information is often
collected through a provided 1Performa in the form of a questionnaire. The
investigator intends to use a tool and a manual to measure the customers‘
perception among the customers of Mumbai city. It consists of four options of
summated rating scale. This sheet contains a series of questions, which the
investigators are supposed to ask the information and the respondents are supposed
to tick the option against each individual question.

Limitations

 The sample size is small for the accurate study of the customer.
 Some respondents might have given biased answers which might have an
impact on the findings of the studies.
 Lack of prior research studies on the topic respondents don't have time to
read the full questionnaire as they fill it randomly.
 Due to small size of sample, it's difficult to identify significant relationship
with the customers.
 Respondents tried to escape some statements by simple answering.
 CHAPTER – IV

ANALYSIS AND INTERPRETATION

4.1 Analysis and Interpretation of Data

In the previous chapter the methodology used by the researcher is carrying out the
present investigation had been discussed in detail. The present chapter deals with
the presentation of the analysis and interpretation of the data.
As stated earlier the purpose of this study was to find out the customers‘ perception
towards online food ordering among the customers of Mumbai city. The data
obtained from responses to the questionnaire, and tabulated and analysed. The data
for this purpose was collected with the help of readily available tools. Interest of
customers is necessary to find out the answer for the questions.

Table 01: Showing Education level of customers

Education Level No of respondents % of respondents

10th/SSC 1 1%
10+2/HSC 6 6%
Graduation 37 37%
Post-Graduation 56 56%

Education level

37
56

10th/SSC 10+2/HSC Graduation Post-Graduation

Interpretation from the above graph it was found that 56 percent of the respondents
have completed their post-graduation followed by 37 percent who have completed
their graduation, and the least 1 percent has completed their SSC and HSC.

Table 02: Showing the Age Group of Customers

Education Level No of respondents % of respondents

20-25 9 9%
26-30 22 22%
31-35 34 34%
36-40 26 26%
41-45 5 5%
46-50 2 1%
50 & above 2 2%

Age

5 2 9

26 22

34

20-25 26-30 31-35 36-40 41-45 46-50 50 & above

Interpretation from the above graph it was found that most of the respondents who
ordered food electronically were between the ages of 31-35years followed by 32
percent who are between the ages of 26-30 years. 8 percent of the respondents are
between the ages of 36-40 years, 7 percent of the respondents are between 20-25
years of age, 5 percent of the respondents were between 41-45 years of age and the
least was 2 percent between the age of 50 and above.

Table 03: Showing Gender of people who have responded

Sex No of respondents % of respondents

Male 58 58%
Female 42 42%

Gender

42

58

Male Female

Nearly 58 percent of the respondents were male and 42 percent were female who
have answered the questionnaire. It was selected randomly.
Table 04: Showing the Occupation of Customers

Occupation No of respondents % of respondents

Student 5
5%
Self Employed 10
10%
Professional 43
43%
Employee 39
39%
House Wife 3
3%
Retired 0

Occupation

35 10
39

43

Student SelfEmployed Professional Employee HouseWife Retired

Interpretation from the above graph it was found that nearly 39 percent of the
respondents were employees followed by 39 percent who were professionals, 10
percent of the respondents were self-employed and 10 percent were house wives.
Table 05: Showing the Marital Status

Occupation No of respondents
Single 21

Married 71

Marital Status

42

58

Male Female

Interpretation from the above graph it was found that nearly 71 percent of the
respondents who were selected randomly are married and nearly 21 percent were
single.
Table 06: Showing the awareness about the Electronic Food ordering
channels?

Electronic Food Ordering Channels

12

85

Yes No

AWARENESS OF ELECTRONIC FOOD ORDER CHANNELS

Found nearly 85 percent of the people agreed that they were aware of electronic
and 12 percent of the people are not aware. The electronic media is very popular
and people tend to save time and find they more comfortable in Electronic
channels.
Table 07: Showing the findings of Electronic food ordering easy and convenient?

Details No of People Comparison %

No 7 8%

Yes 50 37%
To some extent 38 53%
Quite an extent 4 2%

Electronic Food Ordering easy and convenient

4 7

38

50

No Yes To Some extent Quite andextent

CHALLENGES FACED WHICH ORDERING FOOD ELECTRONICALLY

From the above graph it was found that nearly 50 percent of the customers found
easy and convenient to some extent followed by 38 percent who say to some extent
and next is 7 percent No and the least is 4 percent that is quite an extent. By
reviewing the above data one can conclude that the Electronic Food Ordering
media Is popular and easy to access. From the above graph it was that most of the
respondents find electronic food ordering secured.
Table 08: Showing the Awareness of different electronic channels

Channels No of users %
Telephone/Mobile 75 38%
Restaurant Site 70 35%
Restaurant App 23 12%

Multiple-restaurant site 27 14%

Others 5 3%

Electronic Food Ordering easy and convenient

Multiple restaurantsite 27

Restaurant Apps 23

Restaurant Site 70

Telephone/Mobile 75

0 10 20 30 40 50 60 70 80

Telephone/Mobile RestaurantSite RestaurantApps Multiplerestaurantsite Others

Different electronic channels awareness

 Nearly 38 percent of the customers used Telephone because even today telephone
is the main source of communication 35 percent of the customers use Restaurant
site followed by 14 percent where customers use multiple restaurant sites and 3%
users use other channels. Telephone is the main channel which is currently used
wherein the restaurant sites are becoming more popular and will be used by people
in future.

Table 09: Showing the convenient Electronic channel to order food online?

Channel No of Users % of Total Users

Telephone/Mobile 61 43%
Restaurant Site 39 28%
Restaurant App 16 11%
Multiple-restaurant site 13 9%
All the above 12 9%

Electronic channel to order food online

61

39

16
13 12
Telephone/Mobile Restaurant Site RestaurantApps Multiplerestaurantsite All of theabove

Nearly 43 percent of the customers used Telephone because even today telephone
is the main source of communication 28 percent of the customers use Restaurant
site followed by 11 percent who use Restaurant App, 9% use Multiple restaurant
site and remaining 9% use all channels. Telephone media is very widely used and
accepted channel, people found themselves more comfortable and safe.

In India now Telephone is basic necessity hence this channel is more popular. Also
the restaurant website are becoming popular and in near future definitely it will
overtake the telephone channel.

Table 10: Showing what kind of Gadgets or Technology customers/users

prefer to use while ordering food?

Technology/Gadget No of users % of users

Simple cell phone 36 20%
Smart phone 58 33%
Laptop 56 32%
i pad 22 12%
Others 5 3%

Gadgets/Technology used to orderfood

56
58
36

22

Simple cell phone Smart phone Laptop i pad Others

DISTRIBUTION OF THE CHANNELS

Nearly 33 percent of the respondents used smart phone and laptops to order food
electronically followed by 32 percent who ordered food through Laptop, 20% use
simple cell phones 12% use I pad simple call phone 12%, 3% use other gadgets.
Now a days the smart phones are the most commonly used gadgets and people are
finding it very easy to access the locations/information etc., Development of
application in improving the services in Mobile applications will help in growing
the business. Usage of available mobile technology will help in expanding the
business.

Table 11: Showing on what occasion’s customers/users ordered food

electronically?

Occasions No of users % of users

Business Event 37 24%
Special occasion 37 24%
Romantic 10 6%
Social 36 23%
don‘t want to cook 36 23%

Occasions in which Foods ordered

don’t want to cook,

36 Business Event, 37

Special occasion,
Social, 36
37

Romantic, 10

Frequency of ordering by dining occasion

Respondents were asked to evaluate the important of different dining occasions
(defined as at least once a month) users order food on occasion like Business Event

and Special Occasions are 24% each wherein on social and don‘t want category
contributes 23% each. On Business events and special occasion‘s people tend to
order foods online hence the customers

Table 12: How often do you order food electronically?

Frequency No. of Users % of users

Daily 2 2%
Weekly 25 24%
Monthly 68 64%
Yearly 8 8%
Never 3 3%

Frequency of Food Ordered

70
60
50
40
30
68
20
10
25

Daily
Weekly
Monthly
Yearly
Never

Mode of time to order food electronically

As indicated in the graph 64 percent of the respondents order food monthly
followed by 24 percent who order food weekly. Nearly 8 percent of the food is
ordered yearly followed by 3 percent of the respondents who never ordered food.
 According to our survey, we found foods ordered monthly is higher hence the
company should look into improving/providing benefits to customers who order
foods on monthly with some discounts, additional benefits, etc.,

Table 13: Showing on what days do customers/users order?

Days No. of Users % of users

Weekdays 11 11%

Weekends 37 37%

Anytime 52 51%

Never 1 1%

Frequency or orders in Days

60
50
40
30
20
52
10 11 37

Weekdays 1
Weekends
Anytime
Never

Nearly 52 percent of the respondents order food anytime followed by 37 percent

of users order on weekends. The major segment of order received without having
any time frames. As the demands are expected any point of time the company
should be able to meet the requirements and make necessary arrangements to
accept and fulfil the customer requirements. 24/7 support is made available to
customers.
Table 14: Showing how did customers/users come to know about the
electronic food ordering process?

Source No. of Users % of users

Newspapers 27 15%
Internet 46 26%
Advertisements 41 23%
Friends 56 32%
Spouse 6 3%

Frequency or orders in Days

Spouse

Friends 56

Advertisements
41

Internet
46

Newspapers 27

10 20 30 40 50 60

Interpretation from the above graph shows that nearly 32 percent users came to
know about the project through friends followed by 26% through internet and
23% through advertisements. It is clear from the about details that the customer
satisfaction and customer relationships helps in growth of business. Company
should take measures to improve quality, customer satisfaction, marketing, etc.
Table 15: Showing on an average, how much money do you spend monthly to
order food electronically?

Amount Spent No. of Users % of users

1000 46 47%
2000 38 39%
3000 7 7%
More than 3000 7 7%

Per OrderAmount

46
50
40
46
30
20
10
0
1000 No. of Users
2000
3000
More than 3000

Amount spent monthly to order food electronically

Inter pretation from the above graph shows that nearly 47 percent of the respond
opened Rs.1,000 per month on using online food followed by 39 percent who
spend Rs. 2000 and 7 percent respond spend 3000 & 7 percent in more than 3000.
The highest order is received in 2000 category, the middle class people have placed
more orders and the bulk of order is medium. Company should adopt measures
wherein the interest of order category of 2000 is addressed well on time which will
help in meeting the organizational goals.
Table 16: What are the challenges you faced while ordering food
electronically?

Issues No. of Users % of users

Site is slow 42 27%
Site is not opening 38 24%
Service follow up is poor 30 19%
Delivery time is more 41 26%
Others 7 4%

Issues/Challenges faced by users

Others

Delivery time is more 41

Service follow up is poor

30
Site is not opening
46
Site is slow 42

10 20 30 40 50

Challenges faced while ordering food electronically

27 percent of the customers admit that while ordering online food the site is slow
followed by 26 percent of the delivery time is more whereas 24 percent of the site
is not opening and the least is 19 percent say that the Service follow-up is poor.
Company should analyze and improve the performance of website and on
periodically review and take necessary measures to help the customers provide
friendly access to websites. Take adequate measures in improving the quality of
service and access to portals.
Table 17: Do you find Electronic food ordering secured?

Category No. of Users % of users

Yes 78 80%
No 20 20%

Electronic Media is secured or not

90
80
70
60
50
40 78
30
20
10
20
0
Yes No

Interpretation from the above graph shows that nearly 78 percent of the
respondents felt secured and nearly 20 percent of the respondents were not secured
while ordering food electronically due to various reasons. The details gathered
clearly states the electronic media is becoming popular and people felt that it is
Safer hence company should make sure that the online websites are managed
properly and provide required information about the product online.
Table 18: What mode of payment do you prefer the most?

Category No. of Users % of users

Internet Transaction 23 21%
Cash on delivery 80 71%
Credit 9 8%

Payment Mode

80
80
60

40

20
23

Internet Transaction
Cash on delivery
Credit

Mode of payment to order food electronically

Nearly 71 percent of the respondents pay cash on delivery followed by 21 percent
of the customers pay through internet transaction and the least is 8 percent through
credit. It is clear that the payment should be made on delivery of food, the
customer satisfaction should be ensured with utmost care. Necessary measures
should be taken for delivery of food on time with best quality and within the
stipulated time.
 Chapter V

Summary of Findings and Conclusion

5.1 Findings of the study

 Users were significantly more likely to say that they would use or
recommend online ordering food.

 Nearly 90 percent of the respondents found electronic food secured.

 Respondents were significantly more satisfied with online food ordering.

 Male respondents more likely than women to use or recommend online

ordering food as most of them were working in the IT companies.

 Most of the respondents even today use telephone as the main source of
communication to use electronic food ordering.

 Respondents between the ages of 31-35 years ordered electronic food more.

 The analysis found that there was lot of demand on cash on delivery
5.2 Recommendations:

 As professionals lack time to cook and since they have to get back on their
busy lives, electronic food ordering should be made convenient for the
musing various gadgets.

 Restaurants operators should increase online ordering through simple

addition of new distribution channels to attract the customers.

 As most of the customers use telephone and mobile phones to order food
online, restaurant operators should encourage them by responding
effectively to telephone calls that provide human interaction.

 Customers face a lot of challenges as the site is slow. Thus the restaurant
operators must know some techniques to place the order quickly and
effectively.

 Restaurants should focus on giving their customers the best quality and
various options on choosing the variety of foodstuff.

 More and more customers should be encouraged to order food online as

now- a – day sit becomes difficult for an individual to go and place orders
directly to the restaurants and also some customers are uncomfortable with
the recent upcoming technology.
5.3 Summary and Conclusion

After studied the customers‘ perception of electronic food ordering it is concluded

that every system has its strengths and weakness. The purpose of this online food
ordering system is basically to save the time of the customers especially when
he/she has to invite people for any occasion.

The chief reason of electronic ordering is convenience. The single most important
attribute of electronic ordering is accuracy. This study found that online food
ordering is reasonably popular among the residents of Bangalore city. Nearly 90
percent of the respondents were aware of the electronic food ordering. Customers
between 31-35 years of age ordered more electronic food and it was often ordered
as they didn‘t want to cook especially during the weekends. Customers who
evaluate service quality based on interactions with employees won‘t want to use
self-service ordering. Similarly, customers who were uncomfortable with
technology may be reluctant to try an electronic self-service site because they may
be afraid of getting tangled up in the technology. This study has shown that
perceived control and convenience are keys to customer use of online ordering
which leads to higher satisfaction. My findings indicate that restaurant operators
should focus on giving their customers higher levels of perceived control and
convenience, since these are associated with a higher in tent to use online ordering
in the future. Young customers are more likely to use online, mobile or text
ordering. Young customers place a greater value on convenience and speed than
older users do.

To conclude customers will appreciate not having to wait and other waiting
customers may be motivated to try electronic food ordering.
 Questionnaire:

Instructions:

Kindly read the following statements and tick (√) your responses in the appropriate
box/ column. Kindly respond to all items honestly without omitting any items.

- - - -40 - -
SSC 10+2/HSC

4. Occupation:

Married
4. Are you aware about the Electronic Food ordering channels?

5. Do you find Electronic food ordering easy and convenient?

No

Yes

To some extent

Quite an extent

6. How many Electronic channels are you aware of?

Telephone/Mobile

Restaurant Site

Restaurant App

Multiple-restaurant site

Others

7. Which is the convenient Electronic channel to order foodonline?

Telephone/Mobile
Restaurant Site

Restaurant App

Multiple-restaurant site

All the above

58
8. What kind of Gadgets or Technology you prefer to use while you orderfood?

Simplecellphone

Smart phone

Laptop

Ipad

Others

9. On what occasions have you ordered food electronically?

Business Event

Special occasion

Romantic

Social

don‘t want to cook

10. How often do you order food electronically?

Daily

Weekly

Monthly

Yearly

Never

59
11. What days do you order?

Weekdays

Weekends

Anytime

Never

12. How did you come to know about the electronic food ordering process?

Newspapers

Internet

Advertisements

Friends

Spouse

13. On an average, how much money do you spend monthly to order food
electronically?

1000

2000

3000

More than 3000

60
14. What are the challenges you faced while ordering food electronically?

Site is slow

Site is not opening

Service follows up is poor

Delivery time is more

Others

15. Do you find Electronic food ordering secured?

Yes

No

16. What mode of payment do you prefer themost?

InternetTransaction

Cash on delivery

Credit

61
Bibliography

http://www.wisegeek.com/what-is-online-food-ordering.htm

http://www.wikihow.com/Order-Food-Online-with-Snapfinger

http://gulfnews.com/news/gulf/uae/general/online-food-ordering-gets-mixed-
reviews-in-uae-1.1281064

http://www.fastcasual.com/article/207437/Report-Majority-of-consumers-
now-use-mobile-food-ordering-tools

http://www.fastcasual.com/article/215365/MICROS-introduces-commerce-
platform?utm_source=news&utm_medium=site&utm_campaign=most_comme
nted

http://www.fastcasual.com/blog/12551/A-new-vision-for-restaurant-
catering?utm_source=news&utm_medium=site&utm_campaign=other_blogs

http://www.fastcasual.com/research/272/Online-Ordering?nav=top

http://global.networldalliance.com/downloads/white_papers/GRSOnlineLaunc
hGuide.pdf

http://global.networldalliance.com/downloads/white_papers/delivering-
success-guide.pdf

http://global.networldalliance.com/downloads/white_papers/eMarketingSucce
ss_WP.pdf

http://www.qsrmagazine.com/outside-insights/5-things-watch-2013

http://www.qsrinsights.com/

http://www.fastcasual.com/whitepapers/7819/Infographic-How-Long-is-the-
Wait

http://www.fastcasual.com/article/207437/Report-Majority-of-consumers-

62
now-use-mobile-food-ordering-tools

http://www.cit.com/perspectives/executive-insights/index.htm

http://www.restaurantbusinessonline.com/improving-operations/50-great-ideas

https://www.iacquire.com/blog/study-online-shopping-behavior-in-the-digital-
era

http://www.clickz.com/clickz/news/2239608/more-consumers-order-food-
online-using-a-smartphone-or-tablet

http://www.isr.umd.edu/~austin/ense621.d/projects04.d/project-food-
ordering.html

http://www.buy4now.com/category/Case-Studies/5.0

http://www.trendmicro.com/cloud-content/us/pdfs/business/case-
studies/cs_eckler_deepsecurity_dlp_ese.pdf

http://www.mxmindia.com/2012/01/case-study-justeat-ins-campaign-to-
attract-foodies/

http://www.slideshare.net/chorneukar/savedfiles?s_title=5-easy-steps-to-
profit-maximized-online-ordering&user_login=dholscher

http://www.slideshare.net/biznessapps/food-ordering-apps

http://www.slideshare.net/yumybay/yummybay-ppt

http://www.slideshare.net/susanseo/benefits-of-ordering-food-online

http://www.qsrmagazine.com/news/fazoli-s-enhances-online-catering-new-
platform?microsite=576

http://kuo.bm.nsysu.edu.tw/2013/roger/Reference/SST%20and%20Serive%20
Encounter.pdf

63